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Twitter announces new video partnerships with NBCUniversal and ESPN

May 1, 2018 No Comments

Twitter is hosting its Digital Content NewFronts tonight, where it’s unveiling 30 renewals and new content deals — the company says that’s nearly twice as many as it announced last year.

Those include partnerships with the big players in media — starting with NBCUniversal, which will be sharing live video and clips from properties including NBC News, MSNBC, CNBC and Telemundo.

Twitter also announced some of the shows it will be airing as part of the ESPN deal announced earlier today: SportsCenter Live (a Twitter version of the network’s flagship) and Fantasy Focus Live (a live stream of the fantasy sports podcast).

Plus, the company said it’s expanding its existing partnership with Viacom with shows like Comedy Central’s Creator’s Room, BET Breaks and MTV News.

During the NewFronts event, Twitter’s head of video Kayvon Beykpour said daily video views on the platform have nearly doubled in the past year. And Kay Madati (pictured above), the company’s head of content partnerships, described the company as “the ultimate mobile platform where video and conversation share the same screen.”

Twitter NewFronts

Jack Dorsey

As Twitter continues to invest in video content, it’s been emphasizing its advantage in live video, a theme that continued in this year’s announcement.

“Twitter is the only place where conversation is tied to video and the biggest live moments, giving brands the unique ability to connect with leaned in consumers who are shaping culture,” said Twitter Global VP of Revenue and Content Partnerships Matthew Derella in a statement. “That’s our superpower.”

During the event, Derella also (implicitly) contrasted Twitter with other digital platforms that have struggled with questions about transparency and whether ads are running in an appropriate environment. Tonight, he said marketers could say goodbye to unsafe brand environments and a lack of transparency: “And we say hello to you being in control of where your video aligns … we say hello to a higher measure of transparency, we say hello to new premium inventory and a break from the same old choices.”

On top of all the new content, Twitter is also announcing new ad programs. There are Creator Originals, a set of scripted series from influencers who will be paired up with sponsored brands. (The program is powered by Niche, the influencer marketing startup that Twitter acquired a few years ago.) And there’s a new Live Brand Studio — as the name suggests, it’s a team that works with marketers to create live video.

AM to DM

Here are some other highlights from the content announcements:

  • CELEBrate, a series where people get heartwarming messages from their idols from Ellen Digital Studios.
  • Delish Food Day and IRL from Hearst Magazines Digital Media.
  • Power Star Live, which is “inspired by the cultural phenomenon of Black Twitter” and live streamed from the Atlanta University Center, from Will Packer Media.
  • BuzzFeed News is renewing AM to DM until the end of 2018.
  • Vice News is launching a new series called The New Space Race.
  • Pattern, a new brand focused on weather- and science-related news.
  • #HereWeAre programming from the Huffington Post (which, like TechCrunch, is owned by Verizon/Oath), History, Vox and BuzzFeed News that highlights women around the world.
  • The Call of Duty World League will air highlights and Championship Sunday for the rest of the season.

CEO Jack Dorsey closed the event by thanking advertisers: “We want to continue to serve. We want to contineu to serve the public conversation, and we want to continue to serve you.”


Social – TechCrunch


Musical.ly gets into original content with new shows from Viacom, NBCU & Hearst

June 18, 2017 No Comments

 Lip-syncing social network Musical.ly is getting into original content, thanks to new deals with Viacom, NBCU and Hearst, which will bring short-form video series to the app. However, unlike the original videos found on Snapchat – an app that’s often the next step up for the tween-age Musical.ly audience – these shows are designed to be interactive. That is, the shows… Read More
Social – TechCrunch


Pubcon

Matt Cutts Live at #Pubcon by @johnrampton

November 14, 2013 No Comments

Today we are at Pubcon, live with Matt Cutts.  Matt starts off talking about the history of Pubcon and that this is his 11th Pubcon that he’s been too!

Read More

Construction & Renovations – Burnaby, BC

May 29, 2013 No Comments

Renovations

 

Why choose Right-A-Way Construction for your Renovations?

Right-A-Way Construction Ltd. understands that every client has different needs, ideas, and dreams for their home renovations.  Our job is to understand your unique needs so we can design and construct the perfect space for you.

 Our team of experts is devoted to provide each client with individual attention with their project.  Our goal is to make each dream project a reality.  Our focus is to provide quality work and exceptional customer service.  And, our mission is to help each client with ease through all the steps of construction, from planning to completion, and making the experience a pleasant one.

Whatever your needs are, we’ll help you make the right decision to achieve your goals. Right-A-Way Construction Ltd. is a family-owned business with over 20 years combined experience.  It would be our pleasure to serve you!

Company Overview

Right-A-Way Construction originated through its parent company four years ago. The parent company started out as a small, one man team, doing renovations and odd jobs. The company now has grown to provide restoration and high-end renovations for various clients; ranging from well known restoration companies, insurance agents, and high-end clients; with projects ranging from single house dwellings to multiple-housing units; from kitchen renovations to penthouse fire restoration.

 Right-A-Way Construction focuses on providing quality service in a timely manner with a positive attitude to all customers.  Along with our close attention to the finest of details, our hard work and proficiency are evident in every project we endeavour.   

 Client satisfaction is always FIRST in our mind. 

CALL US TODAY!

We would be happy to provide you with an estimate and ideas for your project.

Check out our website for more information & photos

You can also view our CBPO Profile

Renovations

Beautiful Kitchen Renovations


How audience insights can improve your campaign’s bottom line

July 12, 2020 No Comments

30-second summary:

  • Cross-reference what businesses think their target audience is versus their current reality through Google Analytics .
  • Create mock-up personas that you can target your campaigns towards. 
  • Identify key outlets and niches for where your audience consumes media beyond the narrow focus of the business.
  • Blueclaw’s Online PR Campaign Manager shines a light on how audience insights can catalyze your campaign results for good.

When we build marketing campaigns, we use a number of metrics to measure success, from the extent of coverage and links to the shift in keyword rankings in the SERPs. However, this ultimately glosses over the real purpose of any campaign – how it improves the bottom line.  

Again, this can be interpreted in a myriad of ways from CTR to sales. In this case, we’re going to focus on how getting the campaign in front of the right audience is an important piece of the puzzle in determining success. 

1. Identifying your audience

When identifying your audience, there should be a two-pronged approach. Firstly, there is the audience, or customer, as identified by the brand. As in any business, the brand will have spotted an opportunity in the market and target their products towards that audience. However, this does not necessarily marry with whom their audience ends up being online.  

This can be due to the fact that clientele has changed since the business’s inception while the product has not, or it can be that the strategy is not targeted enough. So the best way to identify the audience is to look at the available data to create a mockup of who you should be marketing towards.  

The Google Analytics way

One way to do this is, of course, through Google Analytics. Through GA you can go to audiences and filter through to create a picture of where the user is coming from. Their age, gender, and location can all help to identify the nature of your campaign, media targets, etc., as well as helping your client adapt their own messaging and better target their core customers. 

The manual way 

Another way to identify the audience is a little more manual. Does the client have email newsletters or other databases of leads? Can you sort through to help build some mock-up personas that can help tailor your own marketing efforts? Use all that is available (and that your client is willing to share) in order to ideate and build campaigns that will lead to those conversions.  

2. Targeting that audience 

We’d all love for content to go viral. But sometimes, no matter the number of links generated, you still have missed a trick. A campaign always needs to make sense for a brand’s messaging as well as have an element of making it newsworthy. How else would you get links? 

And while we answer many of these questions, we may not always take a very focused approach to outreach in the hope of hitting those link/coverage KPIs. Sometimes we put too much emphasis on the quantity versus the quality of those links.  

Example one: Coverage choices

For instance, a link in a trades magazine could mean exponentially more to a client than if they were to get massive coverage (without a link) in a national newspaper. Why? Because at that particular moment in time, your campaign has attracted the attention of the right audience and is more likely to generate a lead or revenue than that one piece of coverage in a national paper.  

Example two: Hazy messaging

Or as another example, in the past year, I’ve worked on a couple of campaigns that went viral and gained links internationally. Amazing, right? Yes, but how did it actually improve the bottom line? Well, in the case of one campaign. Not at all. The reasons for that were two-fold, the messaging was a little hazy for the target audience and the target market didn’t really even cover the story. While the international coverage wasn’t anything to sniff at with the likes of GQ, The Daily Express, and more covering the story, it failed to get traction in the US.  

The other campaign, Film Franchise Showdown, the messaging was better because it targeted the correct audience. For an iGaming client, the audience will invariably skew male and younger, but not too young. The piece would appeal to that audience in other areas where they consume their news. With coverage in not only national newspapers but also places of entertainment like Comicbook.com and Screen Rant, we’ve still managed to get to them even if the location metric is still something we could improve on.  

In both of these examples, the biggest takeaway was the value of targeting the right locations versus the value of wide appeal. If your message falls upon deaf ears and doesn’t improve visibility and sessions, then you’re obviously missing a trick. 

3. Finding where your audience lives

We’ve mentioned some metrics that you can use to target and identify the audience, but that misses one more element. Where does that audience live? What sort of media do they consume? It’s important to attribute characteristics to the audience you have in mind? 

In building new campaigns, you’re not only thinking about creating something new and newsworthy, but also wondering if it appeals to the customer. Selling software to a CEO or decision-maker of a business is much different from selling software to the average individual looking for something of personal use. Where they consume their news will also differ and you want to make sure that you can reach the right customer, not just any customer.  

So rather than a blanket approach to an outreach where anyone who covers tech is included, fine-tune that media-list. And even before you get to that point, what about the actual crux of the idea? Can you be more light-hearted to appeal to a wide audience? If you’re going after the average Joe to download your app, what are some of his interests that are adjacent to your product but not on the nose? Can you explore other niches and angles within that idea? Are these other niches areas where your customer can still be found? 

Using tools like Facebook Audiences, BuzzSumo, Ahrefs, and Majestic, you can further identify if your niches and target media is valid and even find more targets to add to your list. You can refine the demographics of your audience to make sure they get your message. You can’t attract customers if they don’t see your client, right? Get your client in front of their customers and you’ll see the uplift soon enough.  

What’s next

Once you’ve highlighted the needs of your audience and where you can find them, you’ll be able to develop content marketing strategies that not only appeal to them but that will also deliver the conversions necessary for the business. Most importantly, you will have the data not only back up the strategy, but also a metric to follow moving forward to see the impact of your messaging.  

Natalia Sketchley is an Online PR Campaign Manager at Blueclaw, and is responsible for managing and executing digital PR campaigns for ecommerce, tech, travel, and igaming brands.

The post How audience insights can improve your campaign’s bottom line appeared first on Search Engine Watch.

Search Engine Watch


Tips and tools to combine content marketing and PPC

July 11, 2020 No Comments

30-second summary:

  • Many businesses opt for content marketing because organic traffic is free. But, this strategy makes them miss a great opportunity to grow fast because combining SEO-optimized content with PPC speeds up the lead generation process.
  • Online businesses need to know specific use cases for content marketing and PPC to assess the value of the strategy.
  • Less than half of small businesses (45%) invest in PPC.
  • PPC and SEO content marketing can bring in more leads by capturing more quality traffic with more effective keyword optimization of blog content, lead magnets, and landing pages.
  • To get the most value from content marketing and PPC, businesses need to master keyword research, searcher intent, and the consistency between the landing page and ad optimization.

As someone who primarily engaged in SEO and content writing for small businesses, I didn’t really care about PPC advertising.  

Maybe because of people like me, only 45% of small businesses invest in PPC 

I thought that the best way to bring high-quality leads was with super optimized content, so paid advertising was the realm of bigger companies. That’s the mindset of many small business owners. With teeny tiny marketing budgets, they have to choose between SEO/content and PPC. 

SEO/content often becomes their choice, especially of those with interest in content creation and a lack of real marketing experience.  

SEO was my preferred choice, too, and I saw PPC as something secondary. 

Boy, was I wrong about this!

After a couple of projects involving PPC promotion, my view of the strategy completely changed. No, they didn’t change how I thought about SEO, but they showed how amazing the results could be if you combine the power of both strategies. 

To all SEO specialists still not using PPC and the other way around, here’s what you’re missing.  

1. More effective content thanks to PPC-tested keywords

Developing a content strategy is one of the most complex and important tasks for any SEO specialist. They use keyword research tools, PPC tools, Google Search Console results, and other methods to find those precious keywords used by customers.  

When they find the keywords they think are good for targeting SEO/content marketing, they begin a slow process of creating content. I wrote oh-so-many blog articles, eBooks, checklists, reports, and other content to find out the keywords that attracted the most conversions.  

All of this takes a lot of time.  

In fact, to write a super effective blog post, you need more than six hours 

Time required to invest per blog postSource: OrbitMedia 

When you’re done with writing the draft, there’s also proofreading, editing, making visuals, and keyword optimization. To cut a long story short, you might need a few days to complete a good article that can bring quality organic traffic.  

But that’s not the end of that road.  

Google, too, needs some time to index the article and rank it. In fact, it might take between two and six months to rank in the top 10.  

That’s a bit much, agree? 

To top it all off, the keywords you’ve chosen for your content might not the best ones to target. If you make this mistake, you’ll have to learn your mistakes and start all over again (welcome to the world of SEO content writing, folks). 

Is there a way to speed this time-consuming process up? Yes. It’s PPC.  

It can get you in front of the audience and allow you to test your keyword ideas much faster. If you have content to test, use PPC ads, and equip them with the keywords.  

Get them out there and see what people respond to best. You can have some great results as early as a few days, which is pretty much impossible with SEO/content marketing.  

Another great news is that you can run A/B testing. This means running ads featuring different keywords for the same content piece. If one performs much better than the other, update the content with the more popular keywords.  

So, the takeaway here is that running PPC campaigns for content is a much faster way to test keywords. Start by finding keywords with research tools and make some ads, and you’ll be more likely to discover how your customers look for businesses like yours.  

Related:  

2. More leads from lead magnets

In content SEO, we often create lead magnets 

They are content pieces like reports, white papers, eBooks, webinars, videos, and other valuable content that people need to sign up to access.  

You’ve seen tons of them before. A common example is a banner promoting an industry report with an irresistible CTA on a blog. It says that you need to provide your email address and name to access it instantly.  

Click on that CTA, and you’ll go to a landing page with the lead capture form.  

Like this “The Ultimate Agency Guide to Video Marketing” landing page, where everyone can download a guide with helpful tips on video marketing.

Example of lead magnets landing pages

As you can see, the content is offered in exchange for some data. Not a bad deal of a guide packed with useful instructions for businesses.  

Unsurprisingly, many content producers often turn to lead magnets for quick lead generation.  

Ozan Gobert, a senior content writer at Best Writers Online said, 

“Lead magnets work well for both B2B and B2C businesses aslong as they have some value for customers. You can generate some high-quality leads with them, as they typically attract those interested in insights and tips inside.” 

If a blog has thousands of visitors every week, then there might not be a need for PPC promoting lead magnets. But is that true for your blog? 

Many people think they can manage without the ads (I was one of them). Basically, it’s because they think that great content will “sell” itself. 

Despite what they might think, not so many blogs are that successful in attracting visitors. In fact, more than 90% of web pages don’t get any organic search traffic from Google.

Ahrefs stats on PPC and content marketing

As you can see, only about 1.3 percent of web pages out there get decent traffic. Just for that tiny share, promoting a lead magnet with PPC advertising might not be necessary every time. 

Obviously, the situation is very different for the rest.  

If your website doesn’t have a lot of visitors, too, then creating lead magnets might be pointless. They’ll just sit there only to be discovered by a few people per week.

Not good because you need more leads.  

If you wish that there was a way to get more people to pay attention to, there is actually a way.

And it’s PPC, of course. To get some emails, you need a well-crafted PPC campaign that leads people to the landing page where they can sign up to receive the content.  

You can try to bring people with keyword-based ads promoting the lead magnet. If you choose the right keywords, the ads have a much greater chance to attract leads than SEO alone.  

This is how it works: PPC does the job bringing in visitors, the content converts them into leads by having them complete the capture form.  

To increase the chance of people signing up, the value of content is critical. But, the visual appeal is also a major consideration. You need tools for creating visual content like images, graphics, and infographics to add to your lead magnets.  

3. Better marketing campaign performance thanks to a smart keyword use

Many businesses out there don’t realize they can bring much more quality traffic to their websites if they focus on best-performing keywords in both SEO, content marketing and PPC.  

Much more traffic.  

When an SEO/content marketing specialist and a PPC marketer share a list of relevant keywords, they can decide how to divide them to: 

  • Target the most promising keywords together to bring the most traffic 
  • Identify the keywords that are the most difficult for SEO and target them with PPC and the other way around
  • Define which search queries to focus on with each lead acquisition strategy

Ultimately, the cooperation between the PPC and SEO teams can result in a much more effective keyword strategy. In turn, this strategy could attract more traffic to your websites. 

Important note

To make content keyword optimization work, you need to master searcher intent or purchase intentPut simply, searcher intent is the reason behind a search query.  

For example, the query “Samsung a10 review” implies that the searcher is looking to do some research but has not made the decision yet. If they search Google for “buy Samsung a10 cheap”, then they might be ready to buy.  

Each intent defines how you should create content. It matters a lot for SEO because Google’s goal is to provide its users with the most relevant results.  

Dive Deeper: Tapping into Google’s Algorithm for Searcher Intent. 

4. Create landing pages that convert more visitors

A landing page is the heart of any PPC marketing.  

But, in many cases, PPC specialists aren’t the best persons to write the copy for it. By engaging content and SEO specialists and having them work with PPC folks, you can create a keyword optimized copy that also appeals to the readers.  

For example, PPC specialists can provide keywords and ideas for optimized headings and subheadings for attracting traffic. In turn, content writers contribute by creating a copy that’s easy to read and entices the visitors to act.  

So, the collaboration of PPC and SEO/content teams can result in campaign landing pages that generate clicks and converts.  

A good way to start doing PPC campaign landing pages is to create a checklist to cover all bases. This checklist can include images, copy, sign up options, etc. 

Know more: Studying the anatomy of a successful high-conversion landing page

SEO and PPC: Two are better than one

I’m not exaggerating when I say that SEO and PPC are a marriage made in heaven. I am positive that these points described in this article prove that.

Don’t make a mistake I made by neglecting the power of PPC advertising. Combined with SEO and quality content, you can greatly increase the quality of your traffic.

If you’d like to try them together, feel free to start by doing PPC ads for your best-performing blog articles. The results you’ll see will definitely impress and inspire you to try more. Thanks to this article, you’ll know your next steps.

Ana Mayer is a project manager with 3+ years of experience. She likes to read and create expert academic materials for the Online Writers Rating writing review website.

The post Tips and tools to combine content marketing and PPC appeared first on Search Engine Watch.

Search Engine Watch


Behind Bars, but Still Posting on TikTok

July 1, 2020 No Comments

The lives of incarcerated people are usually hidden from society. On prison TikTok, they’re going viral.
Feed: All Latest


How to plan your social media strategy for any business

June 28, 2020 No Comments

30-second summary:

  • The best social media strategy should not focus on lead generation but on building brand loyalty. How can you utilize social media platforms to make your brand talk of the town?
  • A good social media strategy should have a measurable end goal in mind. Find out how SMART goals eliminate the influence of vanity social media metrics.
  • Strive to understand who your target audience is. Are your social media followers a mirror image of your potential customer?
  • Should your social media strategy stick by the rules of the trade and only use tried and proven platforms? Should you innovate and use unconventional platforms?
  • This article broaches all these questions and presents you with examples of real-life brands that have excelled at their social media approach, by playing by the rules and at times, going into uncharted social media waters.

Amazon’s founder Jeff Bezos once said that a major determinant of your brand’s potency is what people say about it when you are out of the room. Unfortunately, many business owners only equate their brand to its visual identity, its tagline, and its logo. The only reason, however, why you should go to great lengths to create a cool logo or place promotional advertisements is to strengthen or grow a loyal customer base.

You need your clients to be so fascinated with your brand that they should not just buy your goods or services but identify with your business’s ethos. Social media is a formidable channel for building brand loyalty. A humor laden 140 characters or less tweet can lead to massive exposure on Twitter, an achievement that would take other forms of advertising, very large budgets to achieve.

Data shows that product information on social media platforms influences the shopping habits of at least 75% of American consumers. These platforms are also very critical to the discovery of new services, goods, or brands because 33% of all buyers unearth novel items from social media. This is the reason why, over 72% of all savvy marketers, use these internet mediums to access and build the most loyal of fan bases.

92% of businesses that have robust social forums following can attest that these online podiums have increased their brand’s online visibility. Consequently, every business should not only have a social media presence but a strategy as well. Your social media strategy is a blueprint that takes into consideration, all the details, and processes that govern brand social media activity.

A good social platform game plan should answer questions regarding the when, who, what, and why your brand should interact with the internet community. A well thought out social media strategy can:

  • Build brand awareness
  • Improve brand authority and loyalty
  • Revamp customer service
  • Increase your customer engagement rates
  • Enhance your conversion rates
  • Grow your web traffic rates via content distribution

How to design a brilliant social media strategy

1. Get SMART and precise with your goals

Setting SMART goals for your social media strategy

Source

Like many businesses, you might have a social media presence but have no defined goals that help measure your strategy’s success. The first key element of a successful social media strategy is a realistic and relevant marketing goal. Why do you want to market on these forums? What is the end-product of your efforts? Do you plan to increase website traffic, promote a product, or contact customers? 

Choose social media goals that enhance your business’ strategic goals. Make these goals SMART meaning they should not just be distinct, but measurable, within reach, relevant, and time-bound. SMART goals ensure that your marketers look beyond vanity metrics such as the number of likes or followers. They for instance will use useful statistics such as post reach to measure a brand awareness objective. 

As an illustration, most luggage brands’ marketing content is chock-full of product features. AwayTravel.com has chosen to sell their suitcases differently. On Instagram, they have a following that talks more about the experiences that Away luggage can enable.

On the brand’s page, you will find exquisite user-generated travel images from all parts of the world, inspiring its potential and loyal customers. The brand’s strategy is to portray itself not as a suitcase seller but as a travel brand. Their strategy has paid off so well that in less than three years of activity on social media, they have over 547K followers on Instagram. They have also amassed a useful, massive celebrity following.

Because Away’s goal is to attract and engage with travelers, they will not waste money buying fake Instagram followers. They need active travelers that will engage with the brand, which in the end creates revenue. Since engagement is one of the most critical goals for this brand, its marketers will actively monitor metrics such as brand awareness, applause, average engagement, amplification, and virality rates.

2. Choose a target audience that reflects your customer persona

Once you have your “why” in the bag, you need to figure out who your target audience is. When you have a well-defined target audience in mind, you will find it easier to create appropriate content. Creating content on the platforms that are more inundated by your audience of choice will also be less of a challenge.

As an illustration, on a typical day, Lauren Dix’s 73.6k Instagram followers will be actively listening to her hushed tones as she dons outfits inside one of Madewell’s dressing room. Lauren’s massive fans will giggle at her attempts to communicate with them without spooking her neighbor in the next dressing room. She will try on the brand’s tasteful denim collection and decide whether her jeans ensemble is worth its $ 30 tag or not, then move on to her next story. The fashion influencer only displays clothing items from affordable brands like Madewell.

Madewell - Example for social media strategy

Source: Madewell.com

J.Crew, a clothing retailer and Madewell’s parent company is over seven decades old. J.Crew has been reporting losses for the last few years, but Madewell has seen its revenue increase in the same period. The brand’s chic universal basic and denim lines have a small brick and mortar footprint than its mother brand making 40% of its sales online. 

Madewell’s social media strategy is so successful that it has over 1.4 million Instagram followers and is one of the best examples out there of a master plan that precisely answers the “who” element of internet community marketing. Madewell’s focus is on increasing its social media engagement amongst millennials.

Data shows that over 59% of the millennial women between the ages of 18 to 29 spend most of their time on Instagram. The brand has a consistent free-spirited, artsy, and non-maximalist brand identity that appeals to this segment. Consequently, while Madewell is active on other platforms it is so particular about its Instagram presence, that it has a website page dedicated to Instagram customer posts. In 2018, Madewell won an overall best brand presence Webby Award.

Cisco social media strategy example

Source

Most B2B brands often avoid snazzy social media platforms like Snapchat or Instagram. You will find them on platforms for professionals like LinkedIn because 80% of B2B leads come from this network of professionals. This is the reason why 94% of B2B marketers turn to LinkedIn for content distribution.

The platform’s acquisition by Microsoft has expanded its business features and functionality, making it a stand up and authoritative tool for business sales teams. Cisco’s social media strategists have however put a new spin on the B2B Snapchat social media experience. After identifying a need to engage Gen Z, a large portion of the business’s young technophile hires, Cisco turned to Snapchat and has enjoyed a lot of success at it.

Snapchat has 46 million active users each month in the US. Over 53% of US Gen Z between the ages of 15 and 25 years use Snapchat and are the largest demographic on the platform. The technology firm’s need to create a robust talent pipeline has actualized via their massive Snapchat success, connecting them to new graduates and university students from all parts of the globe.

Your social media followers should be similar to your potential customer persona. Some of the metrics that you should use when determining your target audience includes;

  • The income, age, location, education, or title of your audience
  • Your potential audience’s interests such as educative, informational, or entertainment
  • Time when your brand’s following is online, weekends, lunch hour, evening and morning commutes
  • Knowing what their motivations are, could range in anything between fitness and travel to high-level skills 
  • The type of content that they prefer; is it video, blog posts or infographics

3. Use the right platform

Stats Graph

Source

You need to gauge different social media forums and choose which particular one(s) you should focus more on. The metric that Facebook attracts 2.3 billion active users each month is very attractive. Nevertheless, if your brand needs younger people, you will not find this demographic well-represented on Facebook. This target audience frequents Instagram and Snapchat.

Nevertheless, do not put your strategy at the mercy of popular social media data. As an illustration, data shows that 63% of all B2B marketers rate LinkedIn as the most effective social media-marketing forum. This metric tends to keep B2B brands captive on this professional platform for its lead generation opportunities. Your social media strategy’s purpose however is not a lead generation but a brand enhancement strategy.

B2B brands that want to generate leads should go to social media not to sell, but to tell stories that spark conversations and that appeal to human emotions. A brand that has its strategy down pat will have multiple possibilities open to it. Novartis for instance has a 2.2 million following on LinkedIn and 268 thousand followers on Twitter.

You will also find the pharmaceutical company on Facebook, Instagram, and YouTube. On Instagram, the brand tells stories of nature and medicine, pushing traffic to its site Beautiful Medicine. On YouTube, you will find financial, scientific, and patient views videos.

Source: Beautifulmedicine.com

GoPro is one of those rare B2C brands that seem to utilize all the major platforms to its advantage. The versatile camera brand has a close to 11 million Facebook followers and 17 million Instagram fans. It also has 2.3 million Twitter followers. So how does GoPro create value, promote products, and interact with a wide customer demographic on various platforms?GoPro exampleSource

The genius social media strategists at GoPro use each network distinctly. They use Facebook to stimulate brand awareness, engage with their existing customers, and access new clients. They will also create Instagram stories to foster user-generated content and display the quality of their merchandise. On Twitter, you will find GoPro product announcements while their YouTube channel has video tutorials and tips.

If you are going to use different platforms, then you need to optimize content and post them strategically. So, first, perform thorough research to determine where it is that your target audience is. It is beneficial not to waste time and resources on internet communities that do not have any interest in your brand on products.

4. Audit your brand’s and your competitor’s social media approach

Businesses do not function in isolation. You do have competitors that keep you on your toes with their social media game plan. To optimize your social media blueprint, you need to be aware of what their tactics are. Whom do they target? What are their goals? Where do they meet most potential clients? Which platforms and keywords have they dominated?

Conduct competitor research via tools like BuzzSumo to bring to the light what your rival’s weakness and strengths are. Such information will help you to construct better policies for social media audiences. Exploit the gaps where possible.

Audit your performance too to improve on your tactics. Your appraisal will help direct you on the best times to post the most engaging content type and form and what your limitations are.

Conclusion

An optimized social media strategy will infuse your marketing efforts with purpose and help you to meet your business’s objectives. Use the steps above to create a robust social media presence then audit and tweak it to perfection.

Sumeet Anand is a Digital Marketing Expert, who specializes in SEO, social media marketing, and content marketing. You can find him on Twitter @Sumeetanand143 or connect with him on LinkedIn.

The post How to plan your social media strategy for any business appeared first on Search Engine Watch.

Search Engine Watch


Google Podcasts App and Making Podcasts Easier to Find

June 21, 2020 No Comments

Podcasts Can Be Hard to Find

I’ve been listening to a lot of podcasts lately. They can be fun to listen to while doing chores around the house, like watering plants, washing dishes, cooking meals, and cleaning up. There are podcasts on many different subjects that I am interested in. A good number about Search Engine Optimization.

Someone asked me If I had seen any patents about podcasts on Twitter recently. I hadn’t at the time and I told them that. A patent application later appeared on January 9, 2020. I returned to the tweet where I replied that I hadn’t seen any, and tweeted that I had found a new one, and would be writing about it. This is that post.

I am not the only one listening more to podcasts. Techcrunch from last year had an article about the growth of audiences for podcasts: After a Breakout Year: looking ahead to the future of Podcasting.

It seems Google noticed this trend and has worked on making podcasts easier to find in search results and by releasing a Google Podcasts app.

Google Tries to Make Podcasts Easier to Find

At the Google Blog, the Keyword, a post last August from Sack Reneay-Wedeen, Product Manager at Google Podcasts, called: Press play: Find and listen to podcast episodes on Search

If you produce a podcast or are looking for one to listen to, you may find this article from last autumn helpful: Google will start surfacing individual podcast episodes in search results.

It tells us that:

Google is taking the next step in making podcasts easier to find. The company will now surface individual podcast episodes in search results, so if someone searches for a show about a niche topic or an interview with a specific person, Google will show them potential podcast episodes that fit their query.

In Google Search Help is a page about finding Podcasts titled Listen to podcasts with Google Podcasts

There are also Google Developer pages about how to submit your Podcasts for them to be found using Google on this page: Google Podcasts, which offer guidelines, management of podcasts information, and troubleshooting for Google Podcasts.

The Google Play Music Help pages offer information about using that service to subscribe and listen to podcasts.

There are also Google Podcast Publisher Tools, which allows you to submit your podcast to be found on the Google Podcasts App, and preview your podcast as it would appear there.

The Google Podcasts App is at: Google Podcasts: Discover free & trending podcasts

How the New Podcast Patent Application Ranks Shows and Episodes

The new Google patent application covers “identifying, curating, and presenting audio content.” That includes audio such as radio stations and podcasts.

The application starts with this statement:

Many people enjoy listening to audio content, such as by tuning to a radio show or subscribing to a podcast and playing a podcast episode. For example, people may enjoy listening to such audio content during a commute between home and work, while exercising, etc. In some cases, people may have difficulty identifying specific content that they would enjoy listening to, such as specific shows or episodes that align with their interests. Additionally, in some cases, people may have difficulty finding shows or episodes that are of a duration that is convenient for them to listen to, such as a duration that aligns with a duration of a commute.

It focuses on solving a specific problem – people being unable to identify and listen to audio content.

The method this patent uncovers for presenting audio content includes:

  • Seeing categories of audio content
  • Being able to select one of those categories
  • Seeing shows based upon that selected category
  • Being able to select from the shows in that category
  • Seeing episodes from those shows
  • Being able to select from an episode, and seeing the duration of playing time for each show
  • Ranking the episodes
  • Seeing the episodes in order of ranking.

Rankings are based on a likelihood that a searcher might enjoy the episodes being ranked.

The episodes can also be shown based upon a measure of popularity.

The episodes may also be shown based upon how relevant they might be to a searcher.

The identification of a group of candidate episodes is based on an RSS feed associated with shows in the subset of shows.

The patent application about podcasts at Google is:

Methods, Systems, and Media for Identifying, Curating, and Presenting Audio Content
Inventors Jeannette Gatlin, Manish Gaudi
Applicants Google LLC
Publication Number 20200012476
Filed: July 3, 2019
Publication Date January 9, 2020

The methods described in the patent cover podcasts and can apply to other types of audio content, such as:

  • Music
  • Radio shows
  • Any other suitable type of audio content
  • Television shows
  • Videos
  • Movies
  • Any other suitable type of video content

The patent describes several techniques that podcasts are found with.

A group of candidate shows are selected, such as podcast episodes using factors like:

  • Popularity
  • Inclusion of evergreen content relevant to a listener
  • Related to categories or topics that are of interest to a particular user

Recommendations of shows look at whether a show:

  1. Is associated with episodic content or serial content.
  2. Typically includes evergreen content (e.g., content that is generally relevant at a future time) or whether the show will become irrelevant at a predetermined future time
  3. Is likely to include news-related content based on whether a tag or keyword associated with the show includes “news.”
  4. Has tags indicating categories or topics associated with the show.
  5. Has tags indicating controversial content, such as mature language, related to particular topics, and/or any other suitable type of controversial content
  6. Has previously assigned categories or topics associated with a show that are accurate.
  7. Has episodes likely to include advertisements (e.g., pre-roll advertisements, interstitial advertisements, and/or any other suitable types of advertisements).
  8. Has episodes that are likely to include standalone segments that can be viewed or listened to individually without viewing the rest of an episode of the show.
  9. Has episodes often with an opening monologue.
  10. Has episodes featuring an interview in the middle part of an episode.
  11. Features episodic content instead of serial content, so it does not require viewing or listening to one episode before another.
  12. is limited in relevance based on a date (after the fact).

Human evaluators can identify episode based upon features such as:

  • General popularity
  • Good audio quality
  • Associated with particularly accurate keywords or categories
  • Any other suitable manner

Some podcasts may have a standalone segment within an episode that may feature:

  • A monologue
  • An interview
  • Any other suitable standalone segment
  • That standalone segment could be trimmed as a new episode and included to be selected with the other episodes.

    Blacklisted Content

    Episodes that are deemed too long in duration could be blacklisted or deemed not suitable for selection as a candidate episode.

    An episode that contains adult-oriented content may be blacklisted from being presented to a user during daytime hours based on parental controls.

    An episode containing a particular type of content may be blacklisted from being presented to a user during weekdays based on user preferences (e.g., particular topics for presentation on the weekdays as opposed to particular topics for presentation on the weekends).

    Ranking of Candidate Episodes

    Ranking can be based upon:

  • Popularity
  • Likelihood of enjoyment
  • Previous listening history
  • Relevance to previously listen to content
  • Audio quality
  • Reviewed by human evaluators

The patent tells us that this process can rank the subset of the candidate episodes in any suitable manner and based on any suitable information.

It can be based on a popularity metric associated with a show corresponding to each episode and/or based on a popularity metric associated with the episode.

That popularity metric may also be based on any suitable information or combination of information, such as:

  • A number of subscriptions to the show
  • A number of times a show and/or an episode has been downloaded to a user device
  • A number of times links to a show have been shared (e.g., on a social networking service, and/or in any other suitable manner)
  • Any other suitable information indicating popularity.

This process can also rank the subset of the candidate episodes based on a likelihood that a particular user of a user device will enjoy the episode.

That likelihood can be based on previous listening history, such as:

  • How relevant a category or topic of the episode is to categories/topics of previously listened to episodes (Is it associated with a show the user has previously listened to?)
  • Many times the user has previously listened to other episodes associated with the show
  • Any other suitable information related to listening history

This process can also rank candidate episodes based on the audio quality of each episode.

Alternatively, this process may also rank candidate episodes based on whether each episode has been identified by a human evaluator, and episodes that have been identified by human evaluators are ranked higher than other episodes.

A combined episode score might be based upon a score from:

  • A trusted listener
  • The audio quality
  • The content quality
  • The popularity of the show from which the episode originates

Takeaways

This patent appears to focus primarily upon how podcasts might be ranked on the Google Podcasts App, rather than in Google search results.

The podcasts app isn’t as well known as some of the other places to get podcasts such as iTunes.

I am curious about how many podcasts are being found in search results. I’ve been linking to ones that I’ve been a guest in from the about page on this site, and that helps many of them show up in Google SERPs on a search for my name.

I guess making podcasts easier to find in search results can be similar to making images easier to find, by the text on the page that they are hosted upon, and the links to that page as well.

SEO Industry Podcasts

making podcasts easier to find with Google SEO Podcases

I thought it might be appropriate if I ended this post with several SEO Podcasts.

I’ve been a guest on many podcasts, and have been involved in a couple over the past few years. I’ve also been listening to some, with some frequency, and have been listening to more, both about SEO and other topics as well. I decided to list some of the ones that I have either been a guest on or have listened to a few times. They are in no particular order

Experts On The Wire Podcast

Hosted by Dan Shure. Dan interviews different guests every week about different aspects of SEO and Digital Marketing. I’ve been on a couple of podcasts with Dan and enjoyed answering questions that he has asked, and have listened to him interview others on the show as well. There are some great takeaways in some of the interviews that I have listened to learn from.

Search News You Can Use – SEO Podcast with Marie Haynes

A Weekly podcast about Google Algorithm updates, and news and articles from the digital marketing industry. This is a good way to keep informed about what is happening in SEO. She provides some insights into how to deal with updates and changes at Google.

Webcology

Jim Hedger and Dave Davies have been running this podcast for a few years, and I’ve been a guest on it about 4-5 times. They discuss a lot of current industry news and invite guests to the show to talk about those. My last guest appearance was with David Harry, where we talked about what we thought were the most interesting search-related patents of the last year.

The Search Engine Journal Show!

Danny Goodwin, Brent Csutoras, Greg Finn, and Loren Baker take turns hosting and talking with guests from the world of SEO. No two SEOs do things the same way, and learning about the differences in what they do can be interesting.

Edge of the Web Podcast

Erin Sparks hosts a weekly show about Internet Marketing, and he takes an investigative approach to this show, asking some in-depth questions. He asks some interesting questions.

Search Talk Live Digital Marketing Podcast

Hosted by Robert O’Haver, Matt Weber, and Michelle Stinson Ross. They offer “Expert Advice on SEO and SEM. I had fun talking with these guys – I just listened half of my last appearance on the show.

The Recipe For SEO Success Show

Kate Toon is the host of this show, and she focuses on actionable tips and suggestions from guests on doing digital marketing.

Last Week in Local

Hosted by Mike Blumenthal, Carrie Hill, and Mary Bowling. They often discuss news and articles that focus on local search, but also discuss topics that have a broader impact on sites such as image optimization.

#AEO is SEO Podcast

This is hosted by Jason Barnard. The “AEO” in the title is “Answer Engine Optimization” and Jason has been attending conferences to give him a chance to interview people for his podcast. The last time we did a show it was in a bakery across the street from my hotel in a suburb of Paris, talking about Entities at Google.

Connecting the Digital Dots

Martha van Berkel is the host of this show and is one of the people behind Schemaapp. She and I talked about featured snippets.

Search Engine Roundtable Vlog

Barry Schwartz runs Search Engine Roundtable, which is originally based upon the roundtable in tales of King Author that knights would sit at. In this VLOG, he visits people where they work, and asks them questions about what they do. It’s fun seeing where people are from and learning more about them.

Bill and Ammon’s Bogus Hangout

This is a weekly conversation between several SEOs having discussions, often about marketing and SEO, but sometimes veering off into different topics. It takes inspiration from early days of SEO where conferences such as Pubcon were often meetups in bars, with people sharing stories about what they had been doing. I am one of the hosts, and recently I’ve been joined by Doc Sheldon, Terry van Horne, Zara Altair, and Steve Gerencser.

Page 2 Podcast

Hosted by Jacob Stoops and Jeff Louella. They have guests join them from the world of SEO, and they ask them about their origin stories as SEOs. They have added a news section to the show as well,

Deep Crawl’s Open Dialogue

These shows feature interviews with some sharp and interesting SEOs and provide details on tips and techniques involving digital marketing and technical SEO.

SEO Training Dojo

With David Harry, and Terry van Horne. The Dojo is a center for training and learning SEO. It often includes guests who have been sharing ideas and approaches about SEO for years.


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Understanding The Searching Trends of Coronavirus

June 19, 2020 No Comments

The Google Trends chart below is an indication of the searching behavior for the Coronavirus and related terms. As you can see, the interest within the USA started roughly around the same time the first the WHO (World Health Organization) was alerted something was going on China.

Below is a Timeline of events, according to the ABC News Article entitled: Timeline: How coronavirus got started The outbreak spanning the globe began in December, in Wuhan, China.

Dec 31, 2019 – WHO says mysterious pneumonia sickens dozens in China. Health authorities in China confirm that dozens of people in Wuhan, China, are being treated for pneumonia from an unknown source. Many of those sickened had visited a live animal market in Wuhan, but authorities say there is no evidence of the virus spreading from person to person.

Jan 11, 2020. China reports 1st coronavirus death. Chinese state media reports the first death from novel coronavirus, a 61-year-old man who had visited the live animal market in Wuhan.

Jan. 21, 2020: 1st confirmed case of coronavirus in the USA. A man in his 30s from Washington state, who traveled to Wuhan, is diagnosed with novel coronavirus. Japan, South Korea and Thailand also report their first cases one day prior.

Starting on February 26, we start to see a major shift in searches with the 1st case of suspected local transmission of the virus. On February 29th, the USA reports it’s first death and then CDC lifts restrictions on testing.


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